Directions of marketing tools and techniques application to improve the competitiveness of regions and regional markets

Abstract

Goal of this article is to study the system application directions of marketing tools and technologies to improve the competitiveness of the region and regional markets in the changing conditions of the environment.

It is noted that the theory and practice of marketing in the modern territorial administration considers it as a key factor of competitiveness, which will help to keep existing residents and attract expensive, educated, skilled workforceand form comfortable conditions for the operation of existing businesses and develop programs of attractiveness for investors and new entrepreneurs, to develop a unique tourism product focused on the re-visiting etc. It was considered the role of regional marketing definitions of national and foreign scientists. The attention is focused to the fact that despite the growth of attention of theorists and practitioners to territorial management technologies and marketing tools, many questions remain in terms of adapting to the needs of different territorial levels. The main problems associated with the direct transfer of technology of the corporate sector in management system and life activity of regions and cities.

Stated that competitiveness as the object marketing impact should be considered within the classical concept of territorial marketing (marketing concept), according to which the bodies of local authorities should seek to identify current and future needs of target segments and play them in goods and services area (region, city) better than do competitors. The classical concept, along with other modern concepts of territorial marketing (social, ethical and partnership) gives to marketing a kind of integrator partnership of territorial authorities and target audiences.

Were described the main subjects marketing in the region, discussed their role in enhancing the competitiveness of the regional markets systems on condition of the realization of their own interests and considered. It is noted that the main task of marketing should be increasing the attractiveness of its territory - complex of resources conditions, relationships, objects that allow in the market (competitive) conditions to reorient themselves to the flow of resources (financial, human, material, etc.), which will compete with other regions. Marketing territories allows to clearly understand that successful economic and social development should be to re-evaluate the area and conditions for the operation and development of the territory.

It was established that today is activated the use of marketing approach in the local administration, but there is no systematic use of all marketing tools when forming strategies of Ukrainian cities and regions the use of limited marketing application of communication tools and event technologies and remain out of sight other important elements of the marketing mix. Specified directions for using the elements of the marketing mix (product, price, place, promotion, people, philosophy, perception, income, personality, process, performance, politicalpower, politics) in the process of ensuring the competitiveness of the region and the transformation of the system of regional markets.

Integrated use of elements of the complex of territorial marketing, its successful "mixing", harmonization of marketing strategies and policies, can form a set of practical tools of adaptation the region to the market situation in the region to ensure competitiveness and create conditions for the implementation of strategic development programs.

It was concluded that regional marketing system of regional markets makes it possible to form the best competitive advantages for customers compared with other areas, promotes the efficient use of resources to improve the competitiveness and image, helping to attract economic agents increasing the attractiveness and competitiveness of the region aimed at sustainable development of the region, and creating a long term and mutually beneficial relationships with internal and external partners. Client-orientation of marketing approach to the management of the region and to transform the system of regional markets allows you to create unique properties of the region as a place of residence, visiting, business investment and promote it successfully in domestic and foreign markets.